Google Heatmap: what do we look at?

We are looking at a presentation by Stephan Spencer, a web marketing expert and founder and president of interactive agency Netconcepts. His presentation is about search engine optimization.

One of the slides caught my eye because it is both beautiful, inspiring and educational. It shows a heatmap of where people actually click on a Google result page. What we can learn from this is how extremely important it is to be the number one result for any search and even for paid ads on Google. Interestingly enough the first result, which is watched and clicked most, is a paid result.